It’s an amazing book. Read it.
It basically, and I’m going to butcher this I know, states that the medium defines how the message is delivered and the way the message is presented dictates whether the message is received or discarded
20 years ago it was estimated that the average consumer in the US was hit with 3000 advertising messages. In 2014, it’s up to 5000+.
Seemingly everything can be sold now. It’s just not the videos before you can see your video, or Tweets and social media spam, it’s the white paper that rolls out on doctors examining tables that’s been logoed with products for kids and their parents. Talking urinal screens. Parachuting tampons onto a beach in Germany.
The trays you put your bag in when going through TSA. If an agency could sell space on a cloud, they’d do it. And are probably working on the technology now.
So think: of the 5000 messages you were hit with in the last 24 hours, what were the ones that you remember?
I’m going to guess that maybe two or three slipped through your Iron Shield and implanted themselves in your brain and that probably there was something about the way it was delivered to you that made it get through the defenses.
Taking your message and inverting it will work. Doubt me? Take your website and turn it upside down for a day. Or take a billboard and flip it for a week. You will activate a sizeable portion of the community who will call to let you know about the agencies error. Any time you activate people, you win.
How does someone with no money and few resources draw tourists and anglers to this remote spot to enjoy the natural wildlife and all that it offered?
He got a trout. He sewed fur on it. And sent the photo to newspapers all over the country stating that the mountain streams were so fresh yet frigid, that the fish had evolved fur coats to stay warm.
Soon, Salida was filled with sportsmen, their rods, reels and bait buckets, all angling for the elusive fur-bearing trout.
We’re fighting every second of every minute of every day for Brain Time with the audience and Radio needs to take a step back and take a look not at the messages we’re attempting to market to the listeners, but the ways that we deliver those messages. Spam on Facebook isn’t going to cut it in 2014.